In the APPC's annual strategy meeting on 26 June, the membership body discussed a proposal to appoint an agency to 'engage in a proactive media programme'.
APPC chairman Michael Burrell explained that the body is moving towards acting as an industry body as it now outsources its regulatory work.
He added: 'The PRCA and the CIPR have in-house resource. We want to see the APPC speaking up for the industry. Members would like to see us be more proactive.'
The APPC is also in discussions about opening up its register to in-house teams.